The importance of getting your rebrand right with Scala

With rebrands recently hitting the headlines Marketing Executive, Ben Sollitt discusses the importance of getting your branding right and how Scala are specialists at supporting clients with their rebrand.

Rebrands have been major news recently following the announcement of Jaguar’s move away from their iconic ‘growler’ logo as they become an electric-only brand. With the luxury car maker planning to launch three electric cars in 2026, they wanted a brand that represented this significant change in direction.

In an effort to attract a younger and affluent demographic, they’ve completely overhauled their branding, completely eliminating any trace of what most would associate with the almost 90-year-old car brand.

Watch their brand launch video below.

Whatever you might think of Jaguar’s recent move and their fresh look, it’s certainly a significant shift and has got plenty of people talking even coming the top-trending topic on X (formerly Twitter) on launch day.

In addition to ditching their old logo, they’ve introduced a new colour palette consisting of red, blue, and yellow and introduced a new typeface called 'strikethrough’. The ambitious move has mainly drawn criticism; however, one thing it does underline is the importance of branding and ‘getting it right’.

I think it’s fair to say they haven’t quite got it right. I agree with marketing specialist Mark Ritson, who in his article on the topic said, “It’s too much and way past the sweet spot of proper brand revitalisation, which combines a respect for history and desire for modernity.”

In contrast, in the world of sports, a different well-recognised English brand has succeeded in achieving the rebrand sweet spot. Tottenham Hotspur recently announced a ‘remastered’ brand identity with the main change being the removal of the football clubs name from the badge.

An image of the Spurs badge on display at the Tottenham Hotspur Stadium.

This relatively minor change has been largely mocked on social media platforms by rival fans. However, considering the move from a marketing perspective, it's actually quite a smart one. Giving the club greater choice in their digital marketing and asset selection, especially as their new branding includes six new hallmarks and the reintroduction of a 1950’s monogram logo.

Helping you get it right

What’s clear is how important a brand is to people, especially when changing to something new. At Scala, we understand this and we’re proud to have worked with several clients on a variety of rebranding projects, from simple brand rejuvenation to wholescale name changes and full rebrands.

Whether it’s a complete overhaul or just a subtle refresh, we’re here to help you through the process, ensuring that you’re not only attracting the right people to your business but also saying the right things to them. Developing a comprehensive rebrand strategy that’s implemented following the immediate launch is crucial to the success of any brand and their new look.

As legal, healthcare and professional services marketing specialists, we have an unrivalled understanding of the market even receiving praise from Legal 500 for our rebranding work with Mountford Chambers. In their latest UK Bar Guide Legal 500, they commented, "Mountford seems to be going from strength to strength following its rebranding during the pandemic.”.

Early last year, we rejuvenated Venters Solicitor’s outdated brand, transforming it to mirror the contemporary and dynamic nature of Venters as a boutique family law firm. The objective was clear: shift the focus from, dual qualified solicitor and barrister  June Venters KC as the face of the business, to spotlighting the collective expertise of the talented team comprising over 30 lawyers and showcasing their outstanding work.

After conducting extensive consultations with the firm's managers, lawyers, and staff, our creative team crafted a sophisticated and modern logo. In addition, compelling marketing messages and taglines were developed as integral components of a comprehensive rebranding initiative.

As part of this rebranding effort, Scala not only designed but also built a new website (including drafting the website copy). This website strategically highlights Venters Solicitors' niche areas of expertise, with a deliberate selection of imagery aimed at capturing the diverse and inclusive nature of the firm's client base.

We can support you with all aspects of your brand and updating it, including:

• Copywriting

• Brand concepts

• PR

• Website management

• Strategy

• Social media management

• And more.

If you’d like to learn more about our rebranding work and how we’ll help you ‘get it right’ then we’d love to speak to you.

T: 0114 4070159                 E: office@scala.uk.com